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克林特·斯蒂文斯在丹佛市郊区的SuperTarget商店刚买了一盒CD,这时他突然发现:这家折扣零售商店设有很小的E*Trade店面。很难说得清哪个比较不和谐:这个“新经济”偶像拥有零售网点,还是它开在SuperTarget里面。但新鲜感足以吸引47岁的斯蒂文斯进了店,并且把一部分钱存入他在E*Trade的经纪人账户。然而,他未做任何交易,也没有开设银行账户、为抵押借款再筹措资金或是办理汽车贷款。“这些账户我早已在其它地方都开好了。”这位放射控制技术员说。而这正是E*Trade面临的重大挑战。由于在过去两年网上股票交易日渐萎缩,E*Trade正试图从利基市场的在线经纪商行变成为传统的多元化金融服务公司。2000年,E*Trade收购了Telebanc金
Clint Stevens bought a box of CDs at the SuperTarget store on the outskirts of Denver, when he suddenly discovered that the discount retail store had a small E * Trade storefront. It is hard to say which of the less discordant: the “new economy” idol has a retail outlet, or is it inside the SuperTarget. But fresh enough to attract 47-year-old Stevens into the shop, and put some money into his broker account at E * Trade. However, he did not make any transactions and did not open bank accounts, re-finance mortgages or handle car loans. “These accounts have already been opened elsewhere,” said the radio control technician. And this is a major challenge for E * Trade. With online stock trading declining over the past two years, E * Trade is trying to turn from an online brokerage firm in the niche market to a traditional diversified financial services company. In 2000, E * Trade acquired Telebanc Gold